LYNX AXE | CLIENT | UNILEVER
Scale and scope
Over the ensuing decade united studio has evolved the brand identity and portfolio beyond all recognition, undertaking two global redesigns, the launch of 18 new variants, various NPS projects, global gifting ranges and delivery of over 280 SKUs across five continents.
Just grow up
The primary Lynx / Axe brand is aimed at teenagers. Being a range of strong fragrances they had a definite appeal to younger teens.
Research showed that as they grow they quickly abandon the brand in preference for more desirable fashion brands.
We designed Axe Proximity with the sole purpose of retaining these older teens.
Taking our cues from high fashion brands the product range featured toned down branding, more elegant livery and bespoke components reflecting the more sophisticated fragrance combinations within.
Breakthrough thinking ahead of it's time.
Working on global brands means that you have to be sensitive to cultural differences, to understand local market dynamics and local brand heritage.
This requires the ability to build bespoke local market solutions, either strategically or tactically.
We have delivered bespoke local market branded product lines to the UK, WE, Nordics, CEMEA, LatAM, India, Australasia, South Africa, South East Asia/ China and North America.
Mum's the word
In the UK 1 in 4 households wake up to a LYNX gift pack on Christmas Day.
Bought by mums and aunties for their sons and nephews, the Christmas gift range is often the first introduction to the brand for young adolescent males.
The gift packs have to be attractive and easy enough for mum to work out but engaging and ‘cool’ enough for her son to appreciate. For over 12 years we developed Pan European and North American gifting strategies.
Each year creating a different concept theme that would span the different price points, supporting gifts and local market proclivities.
We introduced innovations such as windowless cartons and carton engineering which removed PET vac forms from the range.